Timeline of Activity

Activity Timeline

Overview of the reporting time frame within this analysis. Major milestones or changes will be added to the time line below as the site gains new or changed content.

Summary of Website Journeys

Top line Journey Results

All Journeys

All major journeys across the National Trust website areas.

Landing Pages

First pages of a user journey.

Device

Journeys from specfic devices or operating systems.

Commercial

Any journey that contains a commercial journey.

Top Level

Journeys from the home page onward to other significant areas of the website.

Property Pages

Journeys to a NT property page.

Discovery

Journeys categorised as a research or discovery journey.

Journeys in Detail

Highest & Lowest Performing Journeys

Baseline Summary

Below is a summary of the website journeys looking at data from 2021-11-28 to 2022-05-16. This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.

Journey Name Baseline Visits New Site Visits Avg. % Visits Diff.
Shop Entry 4996 1588 -68.2
Commercial: Donate Checkout Steps 1-2 408 152 -62.7
Commercial: Shop Checkout Steps 1-4 542 205 -62.2
ALL Shop 7200 3380 -53.1
Home to Shop 1589 908 -42.9
Commercial: Holidays Checkout Steps 1-4 286 182 -36.4
ALL Email 8112 5190 -36.0
Holidays Entry 3085 2178 -29.4
ALL Paid Social 2363 1875 -20.7
Members Area Entry 1214 1104 -9.1
Number of Journeys Higher or Lower than Baseline No. 
Lower 12
Higher 32

Journey Heatmap

Insights:

Anomaly Analysis By Journey

Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.

Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).

Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.

Pre Launch Anomalies
Post Launch Anomalies
Journey Name Positive Negative Net Positive Negative Net
Home to Our Cause 3 13 -10 0 43 -43
Home to Support 5 23 -18 0 32 -32
Home to Art 1 15 -14 1 32 -31
Home to Holidays 2 14 -12 1 25 -24
Commercial: Holidays Checkout Steps 1-4 4 21 -17 2 23 -21
Home to Search Results 8 13 -5 1 22 -21
Home to Days Out 3 12 -9 2 19 -17
Home to Join 4 11 -7 2 18 -16
Commercial: Membership Checkout Steps 1-4 3 17 -14 3 17 -14
Days Out to Property Page 5 8 -3 2 16 -14
Join Us Entry 5 18 -13 6 20 -14
Days Out to Places Map 3 12 -9 3 16 -13
Days Out Entry 5 13 -8 5 17 -12
Home to Shop 7 11 -4 0 12 -12
Days Out to Places Search 5 5 0 6 17 -11
Homepage Entry 6 8 -2 4 13 -9
Shop Entry 1 2 -1 3 9 -6
ALL Desktop 7 5 2 4 8 -4
Commercial: Donate Checkout Steps 1-2 3 6 -3 2 4 -2
Home to Donate Form 1 16 -15 2 4 -2
Members Area Entry 13 2 11 5 7 -2
ALL Direct Traffic 11 6 5 13 13 0
ALL Tablet 8 6 2 5 5 0
Commercial: Shop Checkout Steps 1-4 2 5 -3 0 0 0
Holidays Entry 6 6 0 0 0 0
ALL Natural Search 7 7 0 8 7 1
ALL PPC 2 1 1 7 6 1
ALL Android 7 6 1 12 10 2
ALL Paid Social 4 2 2 4 2 2
ALL Repeat Visitors 6 5 1 8 6 2
ALL New Visitors 5 6 -1 9 6 3
ALL SEO 7 6 1 10 7 3
ALL Shop 1 4 -3 3 0 3
ALL Visits 7 6 1 9 6 3
Property Page Seen 6 4 2 8 5 3
Membership: Join Us 12 7 5 10 6 4
ALL Affiliates 3 2 1 14 9 5
ALL Holidays 4 0 4 7 2 5
ALL Mobile 5 5 0 15 10 5
ALL Main Site 9 6 3 10 4 6
ALL Apple iOS 6 3 3 13 6 7
ALL Social 7 5 2 8 1 7
Commercial: Renew Checkout Steps 1-3 4 4 0 7 0 7
ALL Email 17 4 13 13 0 13

Commercial Analysis

Membership

Insights:

Summary

Funnels

Previous Week performance

Membership funnel completions through the journey. This data is based on the VISITOR.

Start: 2022-05-08 to 2022-05-14.

Last 7 days funnel performance Hover over for fallout details at each stage.

Start: 2022-05-15 to 2022-05-21.

Previous Week performance This funnel includes the page directly before the start of the Membership funnel: Join Us Page.

Start: 2022-05-08 to 2022-05-14.

Last 7 days funnel performance This funnel includes the page directly before the start of the Membership funnel: Join Us Page.

Start: 2022-05-15 to 2022-05-21.

Sales & Revenue

Metrics

# mpg_list <- split(mtcars$mpg, mtcars$cyl)
# disp_list <- split(mtcars$disp, mtcars$cyl)
# inline_plot <- data.frame(cyl = c(4, 6, 8), mpg_box = "", mpg_hist = "",
#                           mpg_line1 = "", mpg_line2 = "",
#                           mpg_points1 = "", mpg_points2 = "", mpg_poly = "")
# inline_plot %>%
#   kbl(booktabs = TRUE) %>%
#   kable_paper(full_width = FALSE) %>%
#   column_spec(2, image = spec_boxplot(mpg_list)) %>%
#   column_spec(3, image = spec_hist(mpg_list)) %>%
#   column_spec(4, image = spec_plot(mpg_list, same_lim = TRUE)) %>%
#   column_spec(5, image = spec_plot(mpg_list, same_lim = FALSE)) %>%
#   column_spec(6, image = spec_plot(mpg_list, type = "p")) %>%
#   column_spec(7, image = spec_plot(mpg_list, disp_list, type = "p")) %>%
#   column_spec(8, image = spec_plot(mpg_list, polymin = 5))

# https://cranky-chandrasekhar-cfefcd.netlify.app/
# https://haozhu233.github.io/kableExtra/awesome_table_in_html.html#Row_spec

Flows

Membership conversions by Channel. Start: 2022-05-15 to 2022-05-22.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 135.

Renewals

Insights:

Summary

Funnels

Sales & Revenue

Metrics

Flows

Renewals conversions by Channel. Start: 2022-05-15 to 2022-05-22.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 125.

Holidays

Insights:

Summary

Funnels

Sales & Revenue

Metrics

Flows

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 89.

Shop

Insights:

[Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 15, which occurred on Feb. 3rd and was 84% less than the average of 92.

Summary

head(mtcars)
##                    mpg cyl disp  hp drat    wt  qsec vs am gear carb
## Mazda RX4         21.0   6  160 110 3.90 2.620 16.46  0  1    4    4
## Mazda RX4 Wag     21.0   6  160 110 3.90 2.875 17.02  0  1    4    4
## Datsun 710        22.8   4  108  93 3.85 2.320 18.61  1  1    4    1
## Hornet 4 Drive    21.4   6  258 110 3.08 3.215 19.44  1  0    3    1
## Hornet Sportabout 18.7   8  360 175 3.15 3.440 17.02  0  0    3    2
## Valiant           18.1   6  225 105 2.76 3.460 20.22  1  0    3    1

Funnels

Shop funnel completions through the journey. This data is

Start: 2022-05-08 to 2022-05-14.

Last 7 days funnel performance Hover over for fallout details at each stage.

Start: 2022-05-15 to 2022-05-21.

Sales & Revenue

Here is the individual trends for each metric in the shop funnel.

Revenue:
Shop Orders:

Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)

Metrics

Here is the individual trends for shop sales. Add Revenue events too.

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirmation
2022-05-08 to 2022-05-14 Commercial: Shop Checkout Steps 1-4 733 544 540 490
2022-05-15 to 2022-05-21 Commercial: Shop Checkout Steps 1-4 295 237 239 222

Flows

Shop conversions by Channel. Start: 2022-05-15 to 2022-05-22.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 32.

Search Analysis

Anomaly Plots By Journey

Baseline Dates: 2021-11-28 to 2022-02-25. Launch Dated (Red Line): 2022-02-26 to 2022-05-26.

## [1] "This process took 3.40727940003077 minutes to run. "